How Dabur Gulabari reached out to women at the Kumbh

The brand set up safe changing rooms for women pilgrims and provided samples of Dabur Gulabari cold creams

As part of its efforts to reach out to women, Dabur Gulabari set up safe changing rooms for women pilgrims at the Sangam in Kumbh. The brand also had female volunteers positioned at different locations of the ghats to help the women pilgrims. A volunteer was also placed near the changing room, offering samples of Dabur Gulabari Cold Cream to help the women keep their skin non-greasy and non-sticky in the cold weather. The activity was done in association with Vritti iMedia.

Dabur India Ltd Marketing Head- Skin Care, Rohit Prakash Gupta, said, “Kumbh festival is one of the largest peaceful gatherings in the world, and considered the world’s largest congregation of religious pilgrims. At such places, women usually face difficulty in finding an enclosed place for changing clothes. Dabur Gulabari, as a brand, has always stood for women’s dignity and this initiative has been planned to provide the comfort and convenience to women pilgrim and help safeguard their dignity and their privacy. “

“We received a heartwarming response from the TG at Kumbh. The female pilgrims were excited to participate and welcome the initiative with their arms extended. The feedbacks will be helpful for upcoming brand strategic initiatives and for creating a differentiated place for the brand in cluttered market place. With this activity, we reached out to about 2 lakh targeted female audience (female age group 18-45 Yrs) and captured their feedbacks in our digital format via Mobile App,” Sunil Sharma, Head Activation, Dabur India Ltd, said.